Why Polling Is Always Political

Serious marketers, innovators and quants can’t find a better — or more controversial — case study in the problems and pathologies of predictive analytics than America’s down-to-the-wire presidential campaign.

There’s not a business in the world today that shouldn’t be reexamining their own data-driven marketing research and customers analytic practices in light of issues raised by presidential polling. [cont.]

Michael Schrage, Harvard Business Review